The pressure for more environmentally friendly business practices comes from three main sources: government regulation, campaigning by NGOs, and the interest of individual customers.

'Green' priorities when choosing products varies by county as attitudes are shaped by the local environment, food scares and ethical issues.

People continue to be more concerned about price and quality than green issues, and the economic downturn has turned people away from premium and organic products.

4

Trends Snapshot: Livestreaming apps - the value of Periscope and Meerkat for brands

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Stephen Whiteside, Warc Trends, Snapshot, May 2015

This article explains how brands are using livestreaming apps, such as Periscope and Meerkat, to engage with consumers in an immediate and transparent way through live digital video. View Summary

This article explains how brands are using livestreaming apps, such as Periscope and Meerkat, to engage with consumers in an immediate and transparent way through live digital video.

Content broadcast via livestreaming is live, unedited and messy, in direct contrast to most brands' social media posts, and using mobile as its platform offers easy access to consumers.

Before trying livestreaming apps, brands should consider what the goal of livestreaming is and how it fits into the organisation's strategy, then if this strategy is deemed appropriate, cultivate a consistent 'face' or 'personality' on these platforms.

Potential issues include quality of the content production; legal difficulties around public filming and copyright infringement; also, a real-time ethos will be crucial among brand teams.

Brands already experimenting with these apps include Starbucks, the coffee retailer, DKNY, the fashion brand, Red Bull, the energy drink, and Spotify, the online music service.

This report analyses trends in the winning case studies of the Warc Prize for Innovation and draws out lessons for marketers to develop their own innovative marketing campaigns. View Summary

This report analyses trends in the winning case studies of the Warc Prize for Innovation and draws out lessons for marketers to develop their own innovative marketing campaigns.

Adopt a 'challenger' mindset, for example by placing limitations or constraints on the resources available.

Innovation doesn't require a big media budget and many of the winning campaigns had very low budgets.

Successful campaigns are useful and planners within agencies increasingly require an understanding of product development to meet client needs.

Using social media can drive offline responses, such as in-store footfall.

6

Global consumer attitudes to home ownership: In search of a room of one's own

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Euromonitor Strategy Briefings, April 2015

This report explores attitudes towards home ownership around the world as more people own their homes or aspire to ownership, and markets have become increasingly intertwined. View Summary

This report explores attitudes towards home ownership around the world as more people own their homes or aspire to ownership, and markets have become increasingly intertwined.

Demand for housing is driven by both a need for shelter and the 'feel good' factor associated with housing as an asset.

Housing markets are increasingly interconnected around the world, as people buy second homes abroad or invest based on remittances relatives abroad.

At the same time, the character of housing demand is changing, as more people move to cities and households shrink.

Having lived through the recent house price crash, some young people are disillusioned with buying a home but this is likely to change as they get older.

7

Trends Snapshot: Dark Social

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Stephen Whiteside, Warc Trends, Snapshot, March 2015

This article sets out some of the key challenges 'dark social' - social sharing that is difficult to track - presents to marketers, and offers some ideas for actions that can be taken now to better understand it. View Summary

This article sets out some of the key challenges 'dark social' - social sharing that is difficult to track - presents to marketers, and offers some ideas for actions that can be taken now to better understand it.

The term dark social describes web traffic that is not attributed to a known source, such as links shared by individuals with friends on private social platforms or by email.

As much as 69% of traffic comes through dark social, and 32% of people say they only share through 'dark' channels, making this a significant gap in marketers' knowledge.

There are some things brands and publishers can do to build a better picture, including adding sharing buttons to pages, using link shortening services and using data to understand which topics create peaks in dark social.

It is unlikely that marketers will be able to fully understand dark social in the foreseeable future, and the increasing popularity of mobile may make it harder.

This report explores how growth in cultural diversity is changing global consumer markets and explains how these changes affect marketers. View Summary

This report explores how growth in cultural diversity is changing global consumer markets and explains how these changes affect marketers.

Globalisation, cheap air travel and foreign study mean immigration has increased, with the highest levels in the US, Germany, Russia, Italy, Australia, Canada and the UK.

More culturally diverse societies have more diverse needs in terms of food, hair & beauty products, and financial services to meet religious requirements.

There are several multicultural marketing strategies, including targeting by ethnic group, using celebrities in 'ethnic orientated' campaigns and targeted social media initiatives.

But there is movement towards a more integrated approach with 'total market' campaigns which reflect diversity but focus on shared culture, and 'cross-cultural' campaigns which give minority ethnic groups a greater role but are aimed at a wider audience.

This article sets out 15 trends for 2015, explaining the challenges new technologies and changing consumer behaviours will create for brands. View Summary

This article sets out 15 trends for 2015, explaining the challenges new technologies and changing consumer behaviours will create for brands.

Trends include interest in 'going off the grid', smaller packs for single people, health & wellness demands for urban-dwellers, and experiences that look good on social media.

Brands should also reconsider gender-based marketing as young people reject traditional gender roles, and look towards niche interests as passionate product obsessives make more businesses viable.

Further trends include 'hyper-experiences', the sharing economy, use of drones, automation such as vending machines for more products, packaging as an experience, interest in where food comes from, and wearable tech.

Changing lifestyles are changing the concept of 'home' to a state of mind rather than a place, and frugal living with less focus on owning things is becoming increasingly popular.

11

Trends Snapshot: eSports – A new type of sponsorship opportunity

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Stephen Whiteside, Warc Trends, January 2015

This article describes 'eSports', a new spectator 'sport' that revolves around video games, and explains the opportunities for sponsorship available to brands. View Summary

This article describes 'eSports', a new spectator 'sport' that revolves around video games, and explains the opportunities for sponsorship available to brands.

A growing number of people (mostly young men) stream gaming competition content through online platforms, and a large 'hardcore' also attend live events.

This is a high engagement activity, with an average online viewing session lasting 2.2 hours around 19 times a month.

Brands that have started to take advantage of this opportunity include Coca-Cola, which has affiliated with a championship; Red Bull, which has created its own event; and American Express, which has offered in-game rewards for using its product.

It is now reaching a tipping point, where audience sizes will move eSports into the mainstream and enhance the opportunity for brands.

This report sets out some of the features of a new set of emerging markets - Nigeria, Indonesia, Mexico, the Philippines and Turkey - the 'NIMPTs'. View Summary

This report sets out some of the features of a new set of emerging markets - Nigeria, Indonesia, Mexico, the Philippines and Turkey - the 'NIMPTs'.

All of these markets are experiencing economic growth and rising disposable incomes, and whilst poverty is still widespread, the middle classes are also growing.

There are big differences between these countries though, including differences in employment rates and life expectancy, as well as varying levels of retail development and internet use.

Despite instabilities, they are attractive prospects for companies facing stagnant demand in developed markets as incomes and demand grow.

13

10 consumer trends for 2015

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David Mattin, Warc Trends, January 2015, pp. 10-11

This article presents 10 key trends for 2015, each of which creates opportunities for brands to serve, delight or surprise their customers. View Summary

This article presents 10 key trends for 2015, each of which creates opportunities for brands to serve, delight or surprise their customers.

The trends are driven by three cultural shifts: the on-demand mindset, expectations of brands to do good, and digital-fuelled social connections.

The trends are: instant skills, as people care more about what they can do and create; fast-laning, as busy people want accelerated services or queue jumping; and fair splitting, as mobile wallet technology advances.

The internet of sharing things will be the next iteration of the internet of things; people will expect brands to serve communities with spaces that last; and they will embrace off-screen information delivery that is more sensitive to their needs;.

People will be interested in seeing their projected self - a visualisation of the impact of their behaviours in the future - and in using tools which facilitate mentor-to-protégé connections.

They are also likely to experience how robots can improve services (and like it), and will appreciate brands taking a stand on issues they feel are important.

14

Media in 2015: Programmatic meets creativity

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Warc Trends, Toolkit 2015

This article, taken from the Warc Toolkit 2015, sets out the importance of combining creativity with data in programmatic to increase effectiveness. View Summary

This article, taken from the Warc Toolkit 2015, sets out the importance of combining creativity with data in programmatic to increase effectiveness.

Programmatic is changing all the time and brands continue to move advertising spend to automated platforms but will need to see how it is driving effectiveness.

A balanced view of programmatic takes into account both the tech evangelists as well as concerns that so much emphasis on data will hinder creativity and long-term brand building.

The creative should be considered in parallel with data and targeting strategies, as creative has emerged as a key driver of success.

In terms of barriers to growth, a lack of skills is the main concern and will limit the ability of advertisers to bring programmatic in-house.

15

Consumers in 2015: Millennials take centre-stage

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Warc Trends, Toolkit 2015

This article, taken from the Warc Toolkit 2015, explains why Millennials - people aged around 18-34 years old - should be marketers' chief concern. View Summary

This article, taken from the Warc Toolkit 2015, explains why Millennials - people aged around 18-34 years old - should be marketers' chief concern.

As Millennials age their spending power is increasing, therefore brands wishing to grow should pay attention to millennial attitudes.

This group has very different media consumption partners to older generations, and the habits of this first 'media native' generation offer useful pointers to future behaviours of subsequent generations.

TV and digital are working together in new ways, and amongst Millennials TV often drives engagement, with digital providing reach and frequency.

Millennials also know - and care - more about the companies providing products and services than any previous generation, making 'brand purpose' more than just a fad.

16

Toolkit 2015: Six major marketing trends for the year ahead - Executive summary

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Warc Trends, Toolkit 2015

This is the summary version of Warc's Toolkit 2015 which highlights six key areas that will affect marketers in 2015 and how they should respond, with chapters including: View Summary

This is the summary version of Warc's Toolkit 2015 which highlights six key areas that will affect marketers in 2015 and how they should respond, with chapters including:

Strategy – maintaining a long-term vision while being agile;

Consumers – understanding the Millennial demographic;

Social – finding the correct strategy for brands;

Shopper – joining up the shopper experience across channels;

Media – how programmatic technology can help build brands;

Research – improving ad effectiveness with neuro techniques.

17

Social in 2015: Five strategies for success

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Warc Trends, Toolkit 2015

This article, taken from the Warc Toolkit 2015, sets out five key strategies for social media marketing, outlines how social is changing and identifies emerging opportunities. View Summary

This article, taken from the Warc Toolkit 2015, sets out five key strategies for social media marketing, outlines how social is changing and identifies emerging opportunities.

Brands must have a clear idea of what they want to achieve through social media, building strategy around those goals.

Social media is shifting away from community-building, as many marketers wake up to the limited value of fans and followers, and Facebook changes its Newsfeed algorithm.

Omnichannel approaches are receiving increased attention as the relationship between TV and social - and social's amplification effect - becomes clearer and is supported by solid evidence.

Ad formats are constantly changing, but the direction is clear as the boundaries between earned and paid media blur.

18

Strategy in 2015: Agility versus the 'big idea'

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Warc Trends, Toolkit 2015

This article, taken from the Warc Toolkit 2015, explores issues around tech-driven business agility and how this may conflict with longer-term thinking. View Summary

This article, taken from the Warc Toolkit 2015, explores issues around tech-driven business agility and how this may conflict with longer-term thinking.

Data, technology and demands for business growth are pushing 'agility' to the top of the agenda, creating more opportunities for marketers to lead.

The nature of 'strategy' is changing, as it becomes more short-termist with faster turnarounds and less continuity, raising questions about 'big idea' marketing.

As part of this change strategy is becoming more about tackling business challenges than communications challenges, acting as 'guide-rails' for brands.

One way to maintain focus and ensure some consistency is to develop a brand purpose which then informs shorter-term efforts whilst keeping the brand agile.

19

Research in 2015: Neuro goes mainstream

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Warc Trends, Toolkit 2015

This article, taken from the Warc Toolkit 2015, outlines progress of neuroscience research techniques in marketing, including key findings, recent developments and advice for brands that would like to test ads. View Summary

This article, taken from the Warc Toolkit 2015, outlines progress of neuroscience research techniques in marketing, including key findings, recent developments and advice for brands that would like to test ads.

Costs for neuroscience based research have come down and turnaround times shortened, making neuro testing easier.

Ad testing is the leading application for neuro techniques, and this should be used in combination with more traditional research methods.

Findings from MTV and Coca-Cola include the importance of using multiple touchpoints to generate higher engagement, planning an emotional impact for each.

Barriers to greater adoption of neuro techniques include a lack of knowledge amongst marketers and planners, so clients should appoint a 'neuro champion' to spread knowledge.

20

Shopper marketing in 2015: Total Retail

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Warc Trends, Toolkit 2015

This article, taken from the Warc Toolkit 2015, explores rising consumer expectations of brand experience both online and offline, as focus on in-store experience is renewed. View Summary

This article, taken from the Warc Toolkit 2015, explores rising consumer expectations of brand experience both online and offline, as focus on in-store experience is renewed.

Brands need to present a joined-up customer experience both online and offline, as people move between both and expect a consistent brand experience.

Whilst focus in recent years has been on ecommerce, offline has attracted renewed focus as a source of brand experiences and customer service.

This is facilitated by technological developments which are helping retailers do more in-store, but brands need to balance adding value and being 'creepy'.

As people expect a 'total retail' approach brands need to ensure they deliver a service to match, with structural and logistical challenges that require greater integration in companies.

21

The sugar backlash and its effects on global consumer markets – executive briefing

This report sets out key issues for food and drink manufacturers as anti-sugar sentiment rises, driven by health concerns and health campaigners.

As concern over the impact of sugar on health rises, health campaigners are demanding action, and governments are likely to regulate and tax sugar more.

Companies have responded by launching lower calorie versions of products, using different sweeteners and creating smaller portion sizes.

Anti-sugar feeling is likely to continue, with consumers paying greater attention to labels and preferring natural sweeteners such as stevia and monk fruit.

22

Warc Trends: Seriously Social 2014 - How social strategy can drive business results

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Peter Field, Warc Trends, October 2014

This Warc Trends Report analyses case studies that represent the best in social media strategy and draws lessons from them for other brands to follow. View Summary

This Warc Trends Report analyses case studies that represent the best in social media strategy and draws lessons from them for other brands to follow.

Campaigns that are cause-led are more effective than those that are led by a brand story; however there is no difference in effectiveness between bottom-up, 'grassroots' campaigns and top-down, brand-driven campaigns.

Social media combined with an emotional creative approach can be a potent long-term brand-building tool, rather than squandered as a short-term activation tool.

Social media is best used in a multi-channel strategy as a supporting medium, rather than employed on its own or as a lead channel.

Brands featured in the report include Doritos, the snack brand, Evian, the bottled water, Mercedes and MINI, the automotive brands, and McDonald's, the quick service restaurant.

23

Warc Trends: Seriously Social 2014 - How social strategy can drive business results (Executive Summary)

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Warc Trends, October 2014

This is the summary version of Warc's Seriously Social 2014 report, which analyses case studies that represent the best in social media strategy and draws lessons from them for other brands to follow. View Summary

This is the summary version of Warc's Seriously Social 2014 report, which analyses case studies that represent the best in social media strategy and draws lessons from them for other brands to follow.

Campaigns that are cause-led are more effective than those that are led by a brand story; however there is no difference in effectiveness between bottom-up, 'grassroots' campaigns and top-down, brand-driven campaigns.

Social media combined with an emotional creative approach can be a potent long-term brand-building tool, rather than squandered as a short-term activation tool.

Social media is best used in a multi-channel strategy as a supporting medium, rather than employed on its own or as a lead channel.

Brands featured in the report include Doritos, the snack brand, Evian, the bottled water, Mercedes and MINI, the automotive brands, and McDonald's, the quick service restaurant.

This report sets out key trends in internet and omnichannel shopping, looking at drivers of growth, opportunities for marketers and the challenges they are likely to face. View Summary

This report sets out key trends in internet and omnichannel shopping, looking at drivers of growth, opportunities for marketers and the challenges they are likely to face.

These changes are driven by changes in four key areas: consumers who are searching for value and convenience; advances in technology; retailers building better customer experiences; and government investment in infrastructure.

Apparel and footwear is the largest internet shopping category, and the biggest national markets are the US, China and the UK.

Growth in internet access will boost internet shopping in emerging markets, and more spend will move to mobile.

Further advances in technology will make more complete profiles of consumers, and more people will be attracted to online shopping as payment methods become more secure and convenient.